Sneakers have gone from being casual footwear to several hundred-dollar fashion statements worn to weddings and Church.

Nike has dominated. It has 62% of the market – compared with Adidas’ 5%.

In fact, just one line of Nike’s shoes, the Jordans, has 20 times more market share than Adidas’ entire basketball selection.

The domination is driven by an $8 billion endorsement budget that has led to the company sponsoring pretty much every major sports star in the United States.

Adidas is trying to make a comeback. It can’t match Nike’s endorsement budget but instead of signing the biggest athletes it’s looking to sign younger, edgier athletes, who are blurring the lines between sportspeople and fashion models.

It is doing so in part by giving shoe designers more freedom. Kanye West recently moved his line of shoes from Nike to Adidas due to his concerns about creative freedom.

The 9,000 Kanye West shoes that went onto debut under Adidas retailed for $350…and were being resold for up to $5,000.

Read more about Adidas’ efforts to poach Nike’s employees, the executives at Adidas that are leading the charge, and what Nike thinks about all of this here.